# Marketing Nostalgia Retro references add intrigue and familiarity to campaigns. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 5, 2014, updated Apr 9, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/marketing-nostalgia ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## What is the Marketing Nostalgia trend? **Marketing Nostalgia:** With the amount of ads consumers are faced with on a daily basis, making a lasting impression can be challenging. As a means to capture consumer interest, brands are turning to nostalgic references and vintage themes to add a recognizable aspect to the ad, providing a connection between the consumer and product. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 13, 2013 to Nov 20, 2014 - Published: Feb 5, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Marketing Nostalgia trend ### Nostalgia Marketing Brands use nostalgic references and vintage themes to add a recognizable aspect to ads, providing a connection between the consumer and product. ### Retro Advertising Old Hollywood, anime-inspired, and retro football ads feature vintage aesthetics that create a sense of nostalgia and familiarity for consumers. ### Throwback Campaigns Companies like Expedia and Penguin Audiobooks use #ThrowMeBack and other storytelling ads to evoke childhood memories and create emotional connections with consumers. ## What the Marketing Nostalgia trend means for industry ### For Advertising Industry professionals can use nostalgic and retro elements to add intrigue to their marketing campaigns and establish emotional relationships with consumers. ### For Travel Companies like Expedia can leverage nostalgia to evoke positive memories and encourage customers to return to past vacation spots or create new memories at new destinations. ### For Publishing Penguin Audiobooks shows how businesses can use storytelling ads to create emotional connections with customers young and old. ## Trend signals for Marketing Nostalgia Trend score 3.5 out of 10, from popularity 65%, activity 31%, freshness 8%. - Popularity: 65% - Activity: 31% - Freshness: 8% ## Examples of the Marketing Nostalgia trend 6 featured examples from Nov 13, 2013 to Nov 20, 2014. - [Nostalgic Storytelling Ads](https://www.trendhunter.com/trends/penguin-audiobooks-campaign): The Penguin Audiobooks Campaign Brings Back Fond Childhood Memories (Category: Marketing) Implication: Disruptive innovation in advertising by utilizing nostalgic storytelling techniques to create emotional connections with consumers. - [Nostalgic Travel Campaigns](https://www.trendhunter.com/trends/throw-me-back): Expedia's 'Throw Me Back' Recreates #TBT Photos from Summers Past (Category: World) Implication: The travel industry can capitalize on the trend of nostalgic travel by offering packages and experiences that help recreate customers' favorite childhood memories. - [Retro Football Soda Ads](https://www.trendhunter.com/trends/pepsi-super-bowl): This Pepsi Super Bowl Ad Imagines the Origins of Halftime (Category: Marketing) Implication: Opportunity for beverage companies to use creative advertising strategies to stand out in a competitive market. - [Nostalgic Sitcom Yogurt Ads (UPDATE)](https://www.trendhunter.com/trends/oikos-super-bowl): The 2014 Oikos Super Bowl Ad Reunites the Cast of Full House (Category: Lifestyle) Implication: Disruptive innovation opportunity: Food and beverage companies can use nostalgia marketing to introduce and promote new products while leveraging the emotional connection consumer… - [Anime-Inspired Singer Ads](https://www.trendhunter.com/trends/sistar): The Korean Pop Group 'Sistar' Parodies Sailor Moon in This Commercial (Category: Pop Culture) Implication: The e-commerce industry can explore collaborations with popular anime shows or characters to attract younger consumers and enhance brand visibility through unique marketing campai… - [Old Hollywood Fragrance Campaigns](https://www.trendhunter.com/trends/the-one-perfume): The One Perfume Ad for Dolce & Gabbana Looks Like a Mini Film (Category: Marketing) Implication: The use of storytelling and emotions in fragrance advertising can help create a unique brand image and increase consumer loyalty. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)